Comments on: New Barbie Online World Fosters a Materialistic Kiddie Culture

By: B.L. Ochman

B.L. Ochman — Thu, 26 Jul 2007 15:30:03 +0000

There was an opportunity to take the Barbie community beyond material acquisition. And in the process, Mattel could have engaged the imaginations of children.
As Ann said, kids have moved on to other toys that DO engage them more.
The only way Mattel could get them back is with a truly interactive site that goes beyond materialism.
Clearly, they’re not getting it.

By: Mandy Vavrinak

Mandy Vavrinak — Wed, 25 Jul 2007 03:54:26 +0000

What I particularly don’t like about this is the focus on material acquisition. Why not allow girls to “virtual shop” instead of forcing them to compete with others in the community for status by purchases? The site will effectively alientate those who might love Barbie as a brand, and be able to afford/use the $9.99 basic Barbie doll, but can’t afford merchandise through the site. How unfortunate that Mattel has chosen to highlight differences in an age group already focused on fitting in socially.

By: B.L. Ochman

B.L. Ochman — Tue, 24 Jul 2007 14:58:50 +0000

Ann – my 7 year-old niece is more into stuffed animals than dolls, that’s for sure. But she’s been on Webkinz and other sites for quite a while.
Not so sure what too young is anymore. :>)

By: B.L. Ochman

B.L. Ochman — Tue, 24 Jul 2007 14:56:27 +0000

Ann- all in all, it’s clear they are clueless about the Internet. and no matter who they are targeting, they did it in a shallow, copycat, useless kind of way.

By: Ann Handley

Ann Handley — Tue, 24 Jul 2007 14:42:28 +0000

True enough, BL. Although I’m not so sure BarbieGirls really makes sense, no matter its orientation. My 10-year-old daughter has checked out the site — but don’t tell her friends: she’d die if they knew she was on a Barbie site, because she stopped playing with Barbies years ago. My four-year-old neice, however, loves Barbies — but is too young to play virtual world games like Club Penguin and Webkinz.
Bottom line: I’m not sure who Mattel is targeting here, exactly… cuz ages 6-12? I don’t think so…..